Keith Best, chief executive at Freedom from Torture, said: "We rely heavily on the generosity of individual donors and this new AdSmart technology will allow us to reach out directly to people in their own living rooms for the first time and ask them for help.

“Being able to target our appeal specifically to the people who are most likely to donate means that TV advertising is now affordable and available to us for the first time – it presents a golden opportunity to increase donations to fund the important work we do."